The construct service quality has been defined as the degree of discrepancy between customers’ normative expectations for service and their perceptions of service performance. The seminal work on service quality is that of Parasuraman et al. (1988), which culminated in the development of the SERVQUAL instrument. Cronin and Taylor (1994) presented the SERVPERF instrument, which measures only customer perception of quality, as a sufficient measure of value. In our study, we elicit these ‘‘experienced” levels of various service attributes (i.e., perceptions of quality).
H3: Service quality is positively associated with organizational impact.